“A STUDY OF MARKETING MIX FOR

PRECISION TUBES”

Presented by: Ayushi Shukla

MMS {Marketing}
 INDEX
SR.NO Topic
1 Company Profile
2 Introduction to the Topic
3 Objectives of the study
4 Need for the study
5 Marketing Mix Strategy
6 Research Methodology
7 Data Analysis
8 Findings
9 Recommendations
10 Limitations
11 Conclusion
12 References
 Company Profile

Introduction to Organization:

•KLT is nation's top manufacturer for Automotive chassis frame assemblies for MUV's, Pick-ups,
and other light commercial vehicle. KLT has been the name trusted & retained by some of the finest
Automobile manufacturer like Mahindra & Mahindra, TATAMotors and General Motors.
KLT has got flexible manufacturing system which enables to carry out various frame assemblies of
chassis on mass scale & supplied on just in time basis.

•KLT is an Indian pioneer in making precision tubes with new advanced facilities and processes.
Producing and developing tubes for automotive and energy applications. KLT is a name that spells
unconditional commitment, quality, productivity and innovation.

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Vision

• We will emerge as a world-class company

• We will be a dominant Indian player who is innovative in products and
strategies.
• Customers will experience us as cost effective, safe and reliable.
• Our people will feel and be empowered, and our stakeholders will enjoy
healthy returns.

Mission

• Strive to produce quality products at a competitive price for customers.

•Seek continuously to upgrade and implement the most advanced technologies and technique in all areas
of operations.

• Embrace change and look upon it as a scope for improving ourselves.

• Preserve the environment and seek to improve upon it in all processes.
• Ensure best and safe work practices in all operations.
• Conduct ourselves as good neighbours in all communities where we work and live.

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Activities of the organization

KLT Automotive & Tubular products Ltd. is into manufacturing of:

Automotive Chassis

Precision Tubes

Hydroforming Components

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 Group Companies

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 Introduction to the topic
To the Project
This project is all about KLT Automotive & Tubular Products Ltd. & their Marketing Mix how it is
carried out smoothly & also about their Export Marketing as well.
To the Company
KLT Automotive & Tubular Products Ltd. is a leading manufacturer of Welded & Cold DrawnSteel
Tubes in India having a fully automated plant equipped with the latest technology for tube making.
To the Topic
Meaning of Marketing Mix: The marketing mix refers to the set of actions, or tactics, that a company
uses to promote its brand or product in the market.
E. Jerome McCarthy has founded the concept of marketing mix.
The 4Ps make up a typical marketing mix:
 Price
 Product
 Promotion
 Place
Export Market
The term export means shipping in the goods and services out of the jurisdiction of a country. The
seller of such goods and services is referred to as an "exporter" and is based in the country of export
whereas the overseas based buyer is referred to as an "importer". In international trade , "exports"
refers to selling goods and services produced in the home country to other markets.

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 Objectives of the study

 To study & understand the product “Precision Tubes” for KLT Automotive & Tubular Products.

 To study the pricing strategies used for precision tube for KLT Automotive & Tubular Products.

 To understand the place (channel of distribution) for precision tube for KLT Automotive &
Tubular Products.

 To understand the promotion strategies used by KLT Automotive & Tubular Products.

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 Need for the study

 To study about the product Precision Tubes and what all products they are into manufacturing and
which of their products lie at different stages of the PLC. And according to that which phase in
the PLC needs to be expanded & where about improvisation needs to be undertaken.

 To find out the pricing strategies that KLT uses in order so that a brief view can be generated in
order to find out that the pricing is comparative in accordance with the other firms and is it
maintaining the customers.

 To have a gross look over the channel of distribution they follow in the Domestic Market as well
as the Export Market such that where else they can increase their market share and their overall
sales as well as is it convenient enough to the buyers.

 To also study the promotion strategies which are used in KLT in order to attract customers.

 In this project we can also trace out the important strategies the organization should undertake in
order to expand globally & succeed.

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 Marketing Mix Strategy

1. Product:

A product is seen as an item that satisfies what a consumer demands. It is a

tangible good or an intangible service.Tangibleproducts are those that have an
independent physical existence.

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 Product Life Cycle

Introduction: Shock Absorbers, Cylinder Bore

Growth: Propeller Shaft, Mechanical Tubing, Automobile Tubing

(ERW & CDW tubes)

Maturity: ERW & CDW Precision Tubes

Decline: No products as of yet.

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2. Price

 The amount a customer pays for the product. The price is very important as it determines the
company's profit and hence survival. Adjusting the price has a profound impact on the marketing
strategy and depending on the price elasticity of the product, often it will affect the demand and
sales as well. The marketer should set a price that complements the other elements of the
marketing mix.
 When setting a price, the marketer must be aware of the customer perceived value for the
product. Three basic pricing strategies are:

 Market skimming pricing,

 Market penetration pricing &

 Neutral pricing.

 KLT uses Going Rate pricing in the Domestic Market such that they are compatible with the
other firms and have a hold in the market & Premium pricing in the Export Market.

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3. Place
Channel of Distribution
The Channel of distribution used by KLT:

 Domestic Market:

Production Plant

Transportation Agencies

Warehousing Zones
[West, North, South]

Local Transporters

End Buyers [i.e Companies]

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 Export Market

 Step 1: Enquiry stage of the product

 Step 2: Enquiry of the product in different companies

 Step 3: Shortlist the companies

 Step 4: Samples of the product

 Step 5: Negotiation for WIN-WIN situation

 Step 6: Quotation

 Step 7: Crosscheck the quotation received & verify as per specification

 Step 8: Export Documentation

 Step 9: Payment terms

 Step 10: Final selection of the LINE

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 Step 11: Place the order

 Step 12: Packaging list

 Step 13: Finalize with the CHA/Freight Forwarder

 Step 14: Loading in the vessel

 Step 15: Forward the BIL & the commercial payment list

 Step 16: Payment received

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4. Promotion

 Promotion is one of the 4 Ps of the marketing mix. It consists of public

relations, advertising, sales promotion and personal selling. Promotion
helps us learn how a marketing team uses the promotion mix to reach
company objects and goals.
 All the methods of communication that a marketer may use to provide
information to different parties about the product. Promotion comprises
elements such as: advertising, public relations, sales organization and sales
promotion.

 KLT does mainly Exhibition for their Products because during exhibitions
there is an interaction with the buyers which helps to understand what
actually the customer needs as well as they are into selling of precise
products which is not that suitable for other advertising strategies, but they
sometimes use Advertising & Sales Promotion as well.

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 Research Methodology

Type of research:
Exploratory Research

Method of data collection (primary and secondary):

Primary data
Information collected from my company guide, Observation & Questionnaire.
Secondary data
The secondary data has been collected from company website, KLT Magazines. Data was
collected from the internet.

Sampling method:
 Probability method (Simple Random Sampling)
 Meaning: Every member gets an equal chance of being selected.

Sample size (no. of respondents):

Sample size is 4

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 Data Analysis
1. Precision Tubes manufactured by KLT are mostly used in ?

PrecisionTubes

25%
50%
25%

Bikes Cars Energy (Boilers/Heat exchanger)

2.Which type of pricing strategy is used by KLT?

Pricing Strategy

25%
50%

25%

Penetration Skimming Premium Going Rate

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3.Which type of distribution channel does the company use?

DISTRIBUTION CHANNEL

100%

Direct Indirect Both

4. Do you’ll have warehousing for your clients?

Warehousing (For Clients)

100%

YES NO

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5. Does your company follow JIT?

JIT technique

100%

YES NO

6.Which type of promotion strategies are used by KLT?

PROMOTION STRATEGIES

25% 25%

25% 25%

Advertising Sales Promotion Personal Selling Exhibition

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 Findings

 Precision tubes that are manufactured by KLT are mainly used in “Automobile Segment”

 KLT uses Going Rate pricing in the Domestic Market such that they are compatible with the
other firms and have a hold in the market & Premium pricing in the Export Market.

 The prices of Precision tubes is at par compared with the other companies in the Domestic as
well as the Export Market.

 KLT uses both the distribution channels that is Direct & Indirect, they provide warehousing
facility to their clients about 3 warehouses are there in different location.

 KLT also provides customized products to its customers in the possible tolerance range; in order
to maintain a healthy relation with the customers they also provide JIT technique such that the
customers can reduce the Inventory Carrying Cost (ICC) & demand for the goods on weekly,
monthly or regular basis.

 In order to attract new customers they carry out promotions, mainly they enter into Exhibitions
held else Advertising, Sales Promotions strategies areused.

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 Recommendations

 KLT should have a CRM Executive to maintain a good relationship with the customers
in order to check out whether they are satisfied with the products in respect to what
they demanded & also to retain the existing customers and attract new customers.

 KLT should conduct an Annual Event where the New/Existing customers can be
invited in order to showcase their new products if developed which help to grow &
expand its business.

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 Limitations

 The answers given by the respondents have to be believed since the sample size is a
small.

 Comparative study was not allowed as per the rules of the company.

 No interaction was there with the customer in order to undertake their own
views/problems if any.

 Time is a constraint.

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 Conclusion
Marketing Mix therefore, is a concept of identifying key aspects that an organization
needs. Marketing managers should realize its usefulness in the marketing of goods &
services.
As per the research conducted the researcher can conclude by

 KLT produces many no. of products and as well as they are also into developing of
new products

 KLT uses Going Rate pricing in the Domestic Market

& Premium pricing in the Export Market.

 KLT does Exhibition for their Products

Thus the objectives have been fulfilled through this research.

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 References

 Bibliography:

MARKETING MANAGEMENT A SOUTH ASIAN PERSPECTIVE

13TH EDITION

 Webliography:

 http://www.managementstudyguide.com/marketing-mix.htm
 https://www.coursehero.com/file/p3gvdh5/Conclusion-The-concept-of-the-
marketing-mix-and-four-Ps-have-been-strongly/
 http://www.learnmarketing.net/promotion.htm
 http://homebusiness.about.com/od/businessplans/a/writing-plan.htm
 http://www.enotesmba.com/2013/03/marketing-notes-marketing-mix.html
 http://wps.pearsoncustom.com/wps/media/objects/4172/4272952/Ch02.pdf

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